Lecture9+Persuasion+2_CT

Lecture9+Persuasion+2_CT - TheElaborationLikelihoodModel...

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The Elaboration Likelihood Model  (Cacioppo and Petty) ELM  posits that: Persuasion can occur when thinking is high or low  (intensive or not) The process that occur during the yielding stage  can be thought of as emphasizing one of two  relatively distinct routes of persuasion Central route Peripheral route             
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Central Route Effortful cognitive (mental) activity  Careful scrutiny  of the information  relevant to determining central merits of  the position advocated. Generation of favorable or unfavorable  thoughts Integration the new thoughts into one’s  overall cognitive structure More likely when thoughts are rehearsed and  held with confidence                            
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Peripheral Route - people do not want to  spend time/energy to dissect all messages sent to them Lazy organisms / cognitive misers Reliance on simpler means of  evaluation Cues, not requiring effortful mental  processing  Attractiveness of the speaker Endorsements  Features of communication (music, scenery,  etc.)
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Variables of the ELM  Recipient factors Receiver-related variables that affect the amount  of thinking (or elaboration likelihood…smart or  dumb) Whether central or peripheral route  Source factors Oftentimes function as peripheral cues Under some conditions some source factors can  influence elaboration likelihood.  Message factors Oftentimes function as peripheral cues Under some conditions some message factors can  influence elaboration likelihood
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Recipient Factors motivation (want/desire) Situational factors:  personal relevance Dispositional  factors:  Need for  cognition ability  (capacity to  process info.) Situational factors:  external distraction Dispositional factors:  general intelligence
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Recipient Factors Personal relevance Perceived importance Higher relevance    greater  elaboration likelihood
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This note was uploaded on 02/20/2011 for the course COMM 102 taught by Professor Bushman during the Spring '08 term at University of Michigan.

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Lecture9+Persuasion+2_CT - TheElaborationLikelihoodModel...

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